Marketing Acronyms Explained

Introduction

Marketers love acronyms. As far as I can see, we’re chucking new ones out every month just to keep everyone on their toes.

So, whether you’re brand new to marketing or you’ve been in the industry for 75 years, there’s a fair chance there will be one or two acronyms you’ve not heard of before.

Take a look at the excessively long list below to find out what all these letters actually mean. And if you know them all already? Gold star for you. Let me know if I’ve missed any.

Marketing Acronyms

A

AAR: Auto-Apply Recommendations (Google Ads)

ABM: Account-Based Marketing

AI: Artificial Intelligence

AIDA: Awareness, Interest, Desire, Action

AMP: Accelerated Mobile Pages

AOV: Average Order Value

API: Application Programming Interface

AR: Ad Relevance

ARR: Annual Recurring Revenue

ATC: Add to Cart

B

BAB: Before, After, Bridge (copywriting framework)

B2B: Business to Business

B2C: Business to Consumer

BANT: Budget, Authority, Need, Timeline

BFCM: Black Friday, Cyber Monday

BM: Broad Match (match type in Google Ads)

BMM: Broad Match Modified (former match type in Google Ads)

BOFU: Bottom of Funnel

BR: Bounce Rate

C

CAC: Customer Acquisition Cost

CLS: Cumulative Layout Shift

CMS: Content Management System

CPA: Cost per Action/Acquisition

CPC: Cost per Click

CPL: Cost per Lead

CPM: Cost per Mille

CR: Conversion Rate

CRM: Customer Relations Management

CRO: Conversion Rate Optimisation

CSS: Cascading Style Sheets

CTA: Call to Action

CTR: Click Through Rate

CTV: Connected TV

D

DA: Domain Authority

DAM: Digital Asset Management

DEI: Diversity, Equity, and Inclusion

DM: Digital Marketing

DNS: Domain Name Server

DPA: Data Protection Act

DTC: Direct To Consumer

E

EC4L: Enhanced Conversions for Leads (in Google Ads)

eCTR: Expected Click Through Rate

EDM: Electronic Direct Mail

EEAT: Experience, Expertise, Authoritativeness, Trust

EM: Exact Match (match type in Google Ads)

ESP: Emotional Selling Proposition

F

FAQ: Frequently Asked Questions

FB: Facebook

G

GA: Google Analytics; sometimes Google Ads

GACT: Google Ads Conversion Tracking

GCLID: Google Click ID

GDPR: General Data Protection Regulation

GiGo: Garbage In = Garbage Out

GMB: Google My Business

GSC: Google Search Console

GTM: Google Tag Manager

H

HCU: Google’s Helpful Content Update

HTML: Hyper-Text Markup Language

HTTPS: HHTP/SSL

I

ICE: Impact, Confidence, Effort

ICP: Ideal Customer Profile

IG: Instagram

IS: Impression Share

ISP: Internet Service Provider

J

JS: JavaScript

K

KISS: Keep It Simple, Stupid

KPI: Key Performance Indicator

L

LI: LinkedIn

LLM: Large Language Model (AI)

LP: Landing Page

LPE: Landing Page Experience

LTV: Lifetime Value

M

MER: Marketing Efficiency Ratio

MOFU: Middle of Funnel

MQL: Marketing Qualified Lead

MRR: Monthly Recurring Revenue

N

NAP: Name, Address, Phone Number

nCPA: New Cost per Acquisition

O

OCT: Offline Conversion Tracking (in Google Ads)

OKR: Objectives and Key Results

P

PAA: People Also Asked

PAS: Problem, Agitate, Solution (copywriting)

PHP: PHPHP

PM: Phrase Match (match type in Google Ads)

POAS: Profit on Ad Spend

PPC: Pay-per-Click

PPV: Pay per View

PR: Public Relations

Q

QS: Quality Score

R

ROAS: Return on Ad Spend

ROI: Return on Investment

ROMI: Return on Marketing Investment

RSS: Rich Site Summary

RT: Retweet

S

SaaS: Software as a Service

SE: Search Engine

SEM: Search Engine Marketing

SEO: Search Engine Optimisation

SERP: Search Engine Results Page

SGE: Search Generative Experience

S-IS: Search Impression Share

SKAG: Single Keyword Ad Group

SLA: Service Level Agreement

SM: Social Media

SMART: Specific, Measurable, Attainable, Relevant, Time-bound

SMB: Small to Medium-size Business

SMM: Social Media Marketing

SOP: Standard Operating Procedure

SSL: Secure Socket Layer

STAG: Single Topic Ad Group

SQL: Sales Qualified Lead

SWOT: Strengths, Weaknesses, Opportunities, Threats

T

TOFU: Top of Funnel

TOS: Terms of Service

TWT: Twitter (now ‘X’)

U

UGC: User Generated Content

UI: User Interface

URL: Uniform Resource Locator

USP: Unique Selling Proposition

UVP: Unique Value Proposition

UX: User Experience

V

VOD: Video on Demand

VTC: View-Through Conversion

W

WOM: Word of Mouth

WWW: World Wide Web

WYSIWYG: What You See Is What You Get

Y

YT: YouTube

Numbers

3Cs: Research into Company, Customers, and Category or Industry

4Ps: Place, Product, Price, Promotion (Marketing Mix)

7Ps: Price, Place, People, Promotion, Processes, Physical Evidence, Product (Extended Marketing Mix)